Background
Generation Z (born 1997–2013) gravitates toward beverages that are clean, sustainable, and health-conscious in their daily routines, favoring options like water and tea for hydration. However, during the summer months, when fun and social experiences take priority, Gen Z shifts toward light, bubbly, and refreshing drinks—often choosing hard seltzers or mocktails to match the seasonal vibe.
STC 233 Class Project | POV of PepsiCo
Role of Account Supervisor | Charlie Goldman
Objective
Draft an email to the CMO of PepsiCo that provides a POV on how to attract Gen Z drinkers for summer.
Current Issue
Pepsi Zero faces a key challenge as the soda category continues to decline in popularity, despite the introduction of healthier variations. The rise of wellness-focused beverages and light alcoholic options has shifted consumer attention away from traditional sodas. Additionally, when it comes to mixing alcohol, Coca-Cola still dominates the cultural mindset—especially among Generation Z, where "rum and Coke" remains the go-to. In both the health-conscious and alcohol-related spaces, Pepsi Zero is struggling to stay top of mind.
Point of View
To capture the attention of Gen Z drinkers this summer, Pepsi Zero should position itself as the go-to mixer for rum. While Coca-Cola has long dominated the “rum and Coke” space, it’s time for Pepsi to challenge that norm and establish a new standard for cola-based cocktails. By promoting Pepsi Zero as the bold, refreshing choice for a modern rum mix, the brand can tap into Gen Z’s desire for both flavor and low-calorie indulgence—making it the drink of the season.
